Keurig to open brick-and-mortar coffee store

Sept. 18, 2013

As the popularity of single-cup beverages grows thanks to major brands such as Dunkin' Donuts and Starbucks carrying such offerings, Green Mountain Coffee Roasters Inc. announced this week that it will open the first Keurig brick-and-mortar store in November. It will be located in the Burlington Mall in Burlington, Mass.

The Keurig Store is designed to be a retail destination where shoppers will be able to interact with Keurig brewers and beverages, from Keurig K-Cup, Keurig Vue and Keurig Rivo systems to determine which brewer and beverages best match their preferences.

In addition, the Keurig Store will offer on-site demonstrations, special promotions, new product offerings and accessories.

The store's "Pick-a-Pack" wall will allow shoppers to build their own boxes of individually-selected Keurig Brewed beverages. Available in 3-count, 6-count or 12-count boxes, shoppers will be able to mix-and-match their packs. For those who are unsure where to begin, the wall will feature an interactive tool that will make beverage recommendations from the nearly 200 varieties of Keurig coffees, teas, hot cocoas, specialty and Brew Over Ice beverages.

"The Keurig Store is just one example of our commitment to making Keurig products as accessible as possible and building lasting direct engagement with consumers," said Mark Wood, GMCR's SVP, U.S. Commercial. "We are creating an environment that allows us to introduce consumers to the enormous variety of Keurig and Keurig Brewed beverages and encourages them to immerse themselves fully in the brand. Consumer experiences at the Keurig Store will also arm us with new, direct consumer feedback that can guide our marketing and merchandising choices with our retail partners, as well as our continuous product innovation cycle."

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Topics: Coffee/Bakery/Donut , Marketing / Branding / Promotion , Operations Management

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